Fast food in 1973

April 4, 2013 7:17 AM

Photo: Stephanie Maze/The Chronicle

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Feb. 27, 1973: Forty years ago, the San Francisco Chronicle published a story about the rise of fast food franchises in the Bay Area. Stephanie Maze spent part of day in Marin County, photographing people at a McDonald\'s, Taco Bell and Jack in the Box. Here are the photos. less

Feb. 27, 1973: Forty years ago, the San Francisco Chronicle published a story about the rise of fast food franchises in the Bay Area. Stephanie Maze spent part of day in Marin County, photographing people at a ... more

Feb. 27, 1973: This Mill Valley McDonald\'s was the most beautiful in fast food history. It looks like they had a full-time gardener. Notice the specialty-welded \"M\" railing arches. Remember when presentation mattered? Now you\'re lucky if there\'s no one shooting heroin in your Burger King bathroom. less

Feb. 27, 1973: This Mill Valley McDonald\'s was the most beautiful in fast food history. It looks like they had a full-time gardener. Notice the specialty-welded \"M\" railing arches. Remember when presentation ... more

April 3, 2013: I have to give the owners credit. The railing has been replaced with a fortress-like wall, but the inside is still full of planter boxes and other flora. If you\'re going to have your rehearsal dinner at a McDonald\'s, this one off Highway 101 is difficult to beat. less

April 3, 2013: I have to give the owners credit. The railing has been replaced with a fortress-like wall, but the inside is still full of planter boxes and other flora. If you\'re going to have your rehearsal ... more

April 3, 2013: I have to give the owners credit. The railing has... Photo-4421636.59716 - StamfordAdvocate

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Feb. 27, 1973: A McDonald\'s manager entertains a kid named Vincent and his friends on his 11th birthday. How do I know his name was Vincent? It was written on his cake. (Yes, we have a photo of the cake ...) Apparently McDonald\'s in 1973 offered special toured birthday parties. less

Feb. 27, 1973: A McDonald\'s manager entertains a kid named Vincent and his friends on his 11th birthday. How do I know his name was Vincent? It was written on his cake. (Yes, we have a photo of the cake ...) ... more

Feb. 27, 1973: Vincent got a manager\'s cap! Notice the cake. Before \"Star Wars,\" there was only one kind of birthday cake. Whether you were a 90-year-old woman or an 11-year-old boy, you got black frosting with three white roses. (If you know this kid, let him know I\'d like an interview!) less

Feb. 27, 1973: Vincent got a manager\'s cap! Notice the cake. Before \"Star Wars,\" there was only one kind of birthday cake. Whether you were a 90-year-old woman or an 11-year-old boy, you got black frosting ... more

Feb. 27, 1973: I was surprised to see cashiers writing down their orders. Fast food was fully automated as long as I can remember. You\'ll notice in all of these photos how much slimmer the fast food patrons were in 1973. Either they ran around more, or didn\'t eat here every day. less

Feb. 27, 1973: I was surprised to see cashiers writing down their orders. Fast food was fully automated as long as I can remember. You\'ll notice in all of these photos how much slimmer the fast food patrons ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: I was surprised to see cashiers writing down their... Photo-4421640.59716 - StamfordAdvocate

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Feb. 27, 1973: Employees at the Mill Valley McDonald\'s. Look at how happy they are. These days, a higher percentage of fast food workers either look zombified or perpetually pissed off. Real McDonald\'s workers in 1973 looked like the 2013 TV commercial version of McDonald\'s workers. less

Feb. 27, 1973: Employees at the Mill Valley McDonald\'s. Look at how happy they are. These days, a higher percentage of fast food workers either look zombified or perpetually pissed off. Real McDonald\'s ... more

Feb. 27, 1973: A look at the exterior of the Jack in the Box at 1814 2nd St. in San Rafael. This was early in the drive-through era in the Bay Area, but there was very little seating inside. Looking at the different angles of this building, it was pretty much out in the country. less

Feb. 27, 1973: A look at the exterior of the Jack in the Box at 1814 2nd St. in San Rafael. This was early in the drive-through era in the Bay Area, but there was very little seating inside. Looking at the ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: A look at the exterior of the Jack in the Box at... Photo-4421641.59716 - StamfordAdvocate

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April 3, 2013: It looks pretty much the same in 2013, except for the cars are more modern and the menu is 42 times as big. (Hot Mess! Hot Mess!) The area is also much more developed. What was empty space and trees surrounding this franchise is now a parking lot and strip mall. less

April 3, 2013: It looks pretty much the same in 2013, except for the cars are more modern and the menu is 42 times as big. (Hot Mess! Hot Mess!) The area is also much more developed. What was empty space and ... more

April 3, 2013: It looks pretty much the same in 2013, except for... Photo-4421642.59716 - StamfordAdvocate

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Feb. 27, 1973: Since I first set eyes on this photo four days ago, I can\'t get \"Suite Judy Blue Eyes\" out of my head. Another trend in fast food (related to the first one): Drinks were considerably smaller in 1973. I\'m pretty sure this was a large. \"It\'s getting to the point ...\" less

Feb. 27, 1973: Since I first set eyes on this photo four days ago, I can\'t get \"Suite Judy Blue Eyes\" out of my head. Another trend in fast food (related to the first one): Drinks were considerably smaller ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: Since I first set eyes on this photo four days ago,... Photo-4421643.59716 - StamfordAdvocate

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Feb. 27, 1973: This reminds me so much of my dad, who had the exact same sideburns and sun-kissed wavy blond hair. At some point in the 1980s, both of these girls would raid their dad\'s closet to dress up for their high school/college sorority \"hippie day.\" less

Feb. 27, 1973: This reminds me so much of my dad, who had the exact same sideburns and sun-kissed wavy blond hair. At some point in the 1980s, both of these girls would raid their dad\'s closet to dress up for ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: This reminds me so much of my dad, who had the exact... Photo-4421644.59716 - StamfordAdvocate

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Feb. 27, 1973: A rear look at the clown. Jack in the Box is my least favorite fast food chain, but if they installed these clown intercoms again I would eat there every week on principle. Bring back the clown in 2013!!! (We\'ll talk about the kids in the car four slides from now ...) less

Feb. 27, 1973: A rear look at the clown. Jack in the Box is my least favorite fast food chain, but if they installed these clown intercoms again I would eat there every week on principle. Bring back the clown ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: A rear look at the clown. Jack in the Box is my... Photo-4421645.59716 - StamfordAdvocate

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April 3, 2013: Seriously? Not even a picture of the clown? I need to take daily medication for my coulrophobia, and I still think this is a travesty. #Clown2013

April 3, 2013: Seriously? Not even a picture of the clown? I need to take daily medication for my coulrophobia, and I still think this is a travesty. #Clown2013

April 3, 2013: Seriously? Not even a picture of the clown? I need... Photo-4421646.59716 - StamfordAdvocate

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Feb. 27, 1973: Pretty sure this guy was the inspiration for Judge Reinhold in \"Fast Times at Ridgemont High.\" And pretty sure that\'s Abe Lincoln in the back right ordering a Jumbo Jack. I found the bag interesting, so I pulled in for a close-up on the next slide ... less

Feb. 27, 1973: Pretty sure this guy was the inspiration for Judge Reinhold in \"Fast Times at Ridgemont High.\" And pretty sure that\'s Abe Lincoln in the back right ordering a Jumbo Jack. I found the bag ... more

Feb. 27, 1973: \"Help Fight Litter: Use Our Bag.\" I laughed out loud when I saw that. Everyone in the Chronicle photo room stared at me. I can\'t for the life of me figure out in 2013 how using a bag is pro-environment. Now you carry your s--- with your hands or pay 10 cents. less

Feb. 27, 1973: \"Help Fight Litter: Use Our Bag.\" I laughed out loud when I saw that. Everyone in the Chronicle photo room stared at me. I can\'t for the life of me figure out in 2013 how using a bag is ... more

Feb. 27, 1973: Waiting in the drive-through at Jack in the Box. We had several photos of this car, and based on the photo evidence these kids rode around with more of their bodies outside of the car than inside. (It was the 1970s kids. Sometimes I got to ride on the roof ...) less

Feb. 27, 1973: Waiting in the drive-through at Jack in the Box. We had several photos of this car, and based on the photo evidence these kids rode around with more of their bodies outside of the car than ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: Waiting in the drive-through at Jack in the Box. We... Photo-4421649.59716 - StamfordAdvocate

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Feb. 27, 1973: The front of the Taco Bell in San Anselmo. That was some kind of rock sculpture/fire pit/virgin sacrifice alter in the center of the patio. I\'m glad younger generations can see this photo, so they don\'t think I\'m lying when I say Taco Bells all used to have working bells. less

Feb. 27, 1973: The front of the Taco Bell in San Anselmo. That was some kind of rock sculpture/fire pit/virgin sacrifice alter in the center of the patio. I\'m glad younger generations can see this photo, so ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: The front of the Taco Bell in San Anselmo. That was... Photo-4421650.59716 - StamfordAdvocate

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April 3, 2013: The Taco Bell is now a Java Hub -- the friendly workers there told me it was converted about a decade ago. Frankly, I think it\'s an improvement. I\'m now planning a Bay Area-wide search to see what happened to all the Mission-style Taco Bells. less

April 3, 2013: The Taco Bell is now a Java Hub -- the friendly workers there told me it was converted about a decade ago. Frankly, I think it\'s an improvement. I\'m now planning a Bay Area-wide search to see ... more

April 3, 2013: The Taco Bell is now a Java Hub -- the friendly... Photo-4421651.59716 - StamfordAdvocate

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Feb. 27, 1973: I\'m going to ignore the fact that she died three years earlier, and claim that the Chronicle has a rare photo of Janis Joplin eating at a Taco Bell. Notice the old school salsa containers, and drink cup that looks like a shot glass compared to the 2013 version. less

Feb. 27, 1973: I\'m going to ignore the fact that she died three years earlier, and claim that the Chronicle has a rare photo of Janis Joplin eating at a Taco Bell. Notice the old school salsa containers, and ... more

Feb. 27, 1973: The side of the San Anselmo Taco Bell, including menu with Bellburger. (Just as Jack in the Box had tacos in the 1970s, Taco Bell had a burger.) Not to belabor my Mission-style Taco Bell love, but remove the crappy food and I could happily live in this restaurant. less

Feb. 27, 1973: The side of the San Anselmo Taco Bell, including menu with Bellburger. (Just as Jack in the Box had tacos in the 1970s, Taco Bell had a burger.) Not to belabor my Mission-style Taco Bell love, ... more

Photo: Stephanie Maze, The Chronicle

Feb. 27, 1973: The side of the San Anselmo Taco Bell, including... Photo-4421653.59716 - StamfordAdvocate

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April 3, 2013: The side view of the Java Hub, who have been fine stewards of this culinary landmark. (First Taco Bell in Marin County?) I like the new lighting better. The only bummer was the glass over the window. I like it better as an open-air arch. less

April 3, 2013: The side view of the Java Hub, who have been fine stewards of this culinary landmark. (First Taco Bell in Marin County?) I like the new lighting better. The only bummer was the glass over the ... more

April 3, 2013: The side view of the Java Hub, who have been fine... Photo-4421654.59716 - StamfordAdvocate

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BONUS!!! Taco Bell menu from 1973! When I found the negatives, I was hoping for a photo of someone digging into a three-olive Enchirito (tm). This is the next best thing. There were a total of five items. And none of them used refried beans as a bonding agent on a double-decker taco. less

BONUS!!! Taco Bell menu from 1973! When I found the negatives, I was hoping for a photo of someone digging into a three-olive Enchirito (tm). This is the next best thing. There were a total of five items. And ... more

Photo: Stephanie Maze, The Chronicle

BONUS!!! Taco Bell menu from 1973! When I found the negatives, I... Photo-4421655.59716 - StamfordAdvocate

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BONUS!!! Jack in the Box menu from 1973! I cheated, and pulled this off a photo from the restaurant on Market Street in San Francisco. I\'m most curious about the Continental Breakfast. (Note to Jack: When you bring back the clown intercom, don\'t bring back the Moby Jack.) less

BONUS!!! Jack in the Box menu from 1973! I cheated, and pulled this off a photo from the restaurant on Market Street in San Francisco. I\'m most curious about the Continental Breakfast. (Note to Jack: When you ... more

Photo: Don Lau, The Chronicle

BONUS!!! Jack in the Box menu from 1973! I cheated, and pulled this... Photo-4421656.59716 - StamfordAdvocate

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BONUS!!! It has nothing to do with fast food, but still very cool. Look closely at the Jack in the Box earlier in the slideshow. I pulled in close on the sign at the rug shop next door. I\'m pretty sure this is the most 1970s wall sign in Bay Area history. less

BONUS!!! It has nothing to do with fast food, but still very cool. Look closely at the Jack in the Box earlier in the slideshow. I pulled in close on the sign at the rug shop next door. I\'m pretty sure this is ... more

Photo: Stephanie Maze, The Chronicle

BONUS!!! It has nothing to do with fast food, but still very cool.... Photo-4421657.59716 - StamfordAdvocate